Play it again SAM! Ulster Rugby deal is a whole new ball game for Antrim firm

A FAMILY-run Antrim company has signed as the principal sponsor of Ulster Rugby.

SAM Mouldings has signed a five-year contract that will begin at the start of the 2025/26 season that will see their name emblazoned on the front of the shirts worn by Ulster’s senior men’s and women’s teams, as well as the Academy and age grade teams.

The announcement comes at a time of rapid growth for the local firm, who are based in Newpark Industrial Estate.

Just last month SAM unveiled a £20 million pound investment in their 35th year in business. That came hot on the heels of the £7 million already invested during 2023/24.

It is understood that the deal also encompasses all training gear as well, however it does not cover the stadium naming rights meaning Ulster are still looking for another sponsor to put their name to their stadium at Ravenhill.

The partnership came about after Ulster Rugby confirmed in January 2024 that they would be cutting all ties with construction company Kingspan.

The relationship between the organisations stretched all the way back to 1999 but came under scrutiny over the past two years due to Kingspan’s business practices forming part of the inquiry into the Grenfell fire that claimed 72 lives in 2017.

So up stepped MDF manufacturing company SAM, who provide mouldings to businesses across Europe and the USA for homes, offices, hotels and commercial buildings.

“We are delighted to be supporting the growth of rugby across Ulster, from grassroots to professional levels, in both men’s and women’s rugby,” said Sam McCrea MBE, the chief executive of SAM.

“For us, this is more than just a sponsorship – it’s a real partnership.

“Two local employers, united by shared values and a common vision, can achieve great results and create a meaningful, lasting impact in our local community.

“SAM for 35 years has grown on the same core values of teamwork, respect, loyalty and integrity and it is these shared values that we have with Ulster Rugby that we believe will really allow this partnership to flourish.”

Ulster chief executive Hugh McCaughey added that they were ‘delighted’ with the deal.

“This long-term commitment is a vital part of shaping Ulster Rugby’s future, and we are very excited about the journey ahead,” he said.

“When we set out to find a new Principal Shirt Sponsor, it was extremely important to identify an innovative business with the same ambitions and values that we have as a governing body.

“SAM is a local, family-run company who are industry leaders with a fantastic range of quality products.

“They, like Ulster Rugby, are at the start of a new journey or era, aimed at bringing growth and success to their business and their customers. We are proud to showcase the SAM logo across our senior men’s, women’s and age-grade team kits for the seasons to come, the first brand to cover all three kits.

“We thank SAM for their commitment to support the growth of rugby across the province and their passion for a strong, shared future together.”

It is not the first time that SAM dipped their toe in sports sponsorship. Back in 2023, the name was added to the shirts of near neighbours Newpark Olympic FC.